Company's background
The Government Communication and Information System (GCIS) was officially launched on 18 May 1998. The GCIS came into being after an investigation into government communications by a communications task group (Comtask). The GCIS was formally established in terms of Section 7 (subsection 2 and 3) of the Public Service Act, 1994 as a strategic unit located in The Presidency. The mandate of the organisation was to coordinate, guide and advise on government communication (including media liaison, development communication and marketing). The core vision was to achieve integrated, co-ordinated and clear communication between government and the South African citizens to enable them to be involved in the country’s transformation.
The problem that the company has to overcome: COVID-19 had the government operating in a context of radical uncertainty. The regional and local impact of the COVID-19 crisis had significant implications for crisis management and policy responses. In a time when disinformation and fake news was rampant, it was critical that the South African government, through the GCIS, have a strategic plan to keep the greater South African population informed on new developments and accurate daily statistics. The GCIS hired NP Digital to help manage and disperse information as and when it was released.
Achievements
NP Digital implemented a full scale Paid media strategy that incorporated a number of different digital channels like Facebook, Twitter, YouTube, Programmatic Display and Native Ads. Due to the ever changing landscape, communication had to be sent out and boosted everyday. Communication included daily statistics of infections, deaths and recoveries from COVID-19 as well as the different stages of Lockdown that occurred during the peak of the pandemic. The Covid-19 Performance Media Campaigns for Google, Facebook, Twitter had a budget of over ZAR140M while delivering much higher than expected results ensuring a high level of cost efficiency and much needed value added performance.
By May 2020, Facebook performance had an audience saturation of 51% of Facebook’s South African audience. The greater impact on how many lives had been saved or impacted by the strategic communications that NP Digital had distributed through the various digital channels is unknown, however it can not be understated how important the agile, always-on campaign was to keeping South Africans informed in order to help mitigate the devastating effects of the COVID-19 pandemic.
Leveraging Digital Channels for Effective Crisis Communication: A Case Study of GCIS and NP Digital in South Africa
Company Name: GCIS (Government Communication and Information System)
Industry: Government Communication and Information
Introduction:
The Government Communication and Information System (GCIS) is a strategic unit located within The Presidency in South Africa. Established in 1998, GCIS plays a vital role in coordinating, guiding, and advising on government communication to ensure integrated, coordinated, and clear messaging to South African citizens. GCIS aims to facilitate effective government communication, drive coherent messaging, and proactively inform the public about government policies, plans, programs, and achievements.
Background:
GCIS was officially launched on 18 May 1998, following an investigation into government communications by a communications task group (Comtask). Its establishment was mandated by Section 7 of the Public Service Act, 1994. With a vision of achieving transparent and inclusive communication between the government and citizens, GCIS was entrusted with responsibilities related to media liaison, development communication, and marketing.
Problem Statement:
During the COVID-19 crisis, the South African government faced the challenge of operating in a context of radical uncertainty. The pandemic’s regional and local impact necessitated effective crisis management and policy responses. Moreover, the proliferation of disinformation and fake news posed a significant threat to public health and safety. GCIS recognized the urgent need to keep the South African population informed with accurate information and daily statistics. To address this challenge, GCIS partnered with NP Digital to manage and disseminate critical information as it was released.
Achievements:
NP Digital implemented a comprehensive paid media strategy for GCIS, leveraging various digital channels such as Facebook, Twitter, YouTube, Programmatic Display, and Native Ads. Given the constantly evolving landscape, communication had to be sent out and amplified daily. The communication efforts focused on sharing daily COVID-19 infection, death, and recovery statistics, as well as updates on the different stages of lockdown implemented during the peak of the pandemic.
To reach a wide audience, NP Digital executed performance media campaigns on Google, Facebook, and Twitter, with a substantial budget of over ZAR 140 million. These campaigns delivered remarkable results, exceeding expectations in terms of cost efficiency and performance. By May 2020, the Facebook campaign achieved an audience saturation of 51% among South African users. Although the precise impact of the strategic communications on lives saved or affected is difficult to quantify, it is undeniable that the agile and always-on campaign played a crucial role in keeping South Africans informed, contributing to mitigating the devastating effects of the COVID-19 pandemic.
Lessons Learned
- Prioritise accurate information: In times of crisis, it is vital to provide the public with accurate and up-to-date information to counter disinformation and promote public safety.
- Embrace digital channels: Leveraging various digital platforms allows for effective dissemination of information to a wide audience. Social media channels and programmatic advertising can be particularly useful in reaching large populations quickly.
- Agility and responsiveness: A rapidly changing landscape requires an agile and always-on approach to communication. By staying proactive and adapting strategies to the evolving situation, organisations can effectively respond to crises.
- Partner with digital experts: Collaborating with digital services companies can provide the necessary expertise and resources to navigate complex digital landscapes. Professionals in this field can develop and execute effective communication strategies, optimising reach and impact.
Conclusion
The Government Communication and Information System (GCIS) successfully addressed the challenges posed by the COVID-19 pandemic through its partnership with NP Digital. By implementing a robust paid media strategy across various digital channels, GCIS ensured accurate and timely communication to the South African population. This proactive approach played a vital role in informing citizens, mitigating the impact of the crisis